Te Ara Ahunga Ora, Retirement Commission - Rebrand
Te Ara Ahunga Ora, formally CFFC, began its rebrand journey with a new te reo moāri name that was developed to better reflect the organisations breadth of work and kaupapa. Te Ara Ahunga Ora translates to ‘the pathway to developing long-term wellbeing’ which leans into the organisations newly refined and aligned purpose - to empower the people of Aotearoa on their journeys to a better retirement. This name was the catalysts to reviewing the brand in its entirety - purpose, vision, mission and over arching strategy and thus presenting a moment in time to pause and reset the brand.
The new logo and brand look and feel demonstrates the growth and direction of the organisation, embracing a two world view. It needed to appeal to the people of Aotearoa and Government stakeholders alike - be modern and approachable, while clear and confident.
It was a beautiful project, bringing the essence of the organisation to life and co-creating the strategic thinking tying everything together.
The logo
The two Koru (representing new life, growth and strength) are used to visualise the embracing of a two world view. These Koru are stepped in height to embody the intergenerational approach and beneath are curves symbolising both hands of support and the varied journeys New Zealanders take to reach retirement.
Gotham black and light are used to give strength and clarity to the new te reo name and its origins and also link directly to the sub brand sorted, the facing brand that offers New Zealanders free, impartial information & calculators to help manage money throughout life.
Photography
A new brand photography guide was developed that included the use of native New Zealand landscape imagery with minimal human integration, natural textures and crafts paired with eye to camera and action portraits embracing diversity and adding the ability to apply brand colour gradient overlays to create a strong brand association and brand colour palette ownership.
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Creative Direction
Design
Development
Brand Strategy
Campaign Roll Out